Eight ways businesses can leverage YouTube and other video sharing platforms

by Ana Lopez

Video is big for consumers – in fact, watching video is doubled since 2018, so those companies that are not yet using this important marketing tool are missing out on potential opportunities and leads. As the best video sharing platform around the world, YouTube is a great place to start. But what exactly should companies do?

To offer some insight, the members of Council for Young Entrepreneurs discuss unique ways to use video sharing platforms like YouTube that most companies don’t and why taking advantage of these strategies can help your business grow.

1. Share sales videos asynchronously

Many companies use videos as social media tools, but most don’t take advantage of video as a pure sales tool. Recognizing the significant cost of sending their salespeople on sales calls, many companies have chosen to avoid travel expenses by conducting sales calls using video platforms such as Zoom and Skype. While these media have proven effective, it is still a challenge for salespeople to make appointments with customers and prospects due to coordinating busy schedules. Sending a prospect a link to a YouTube sales video is a great way to set up appointments and presentations to generate new business. Potential customers can view the video at their leisure and forward it to other people within their company who they think may be interested. – Brian Greenberg, Insurer

2. Offer free value

The number 1 way to create brand awareness and be seen as an authority in any industry is to give your knowledge away “for free”. If you can help people learn and understand, not only will they value and respect you as a source of knowledge, but they will be much more likely to share your content, which is the ultimate goal. Just look at the time, effort and money put into developing valuable videos as a marketing spend. It really is one of the most effective organic marketing methods today. – Scott Levy, Fuel online

3. Tell stories that customers take with them on their journey

Most companies don’t use video to tell stories in a way that takes their ideal customers on a journey. This starts with fully understanding your audience and what they find interesting (Hint: it’s not a talking head video, although that’s a great place to start). Then you’ll discover the perfect mix of entertainment and education to help your customers discover how your business helps them solve their problems. An immersive video strategy includes stories, characters, opinions, values, locations, music, sound, and editing that will keep your audience watching video after video. It’s kind of like a season of your favorite TV show. It’s not easy to do, but if done right, your business will benefit. – Monica Cutter, bird song

4. Reuse blog content

One unique way we’ve started using YouTube is as a way to repurpose our blog posts. We review our analytics on a monthly basis and note our best performing blog posts. If posts are missing video versions, we’ll create a video with a slightly modified script and embed it on our site. We used this strategy to generate new traffic to our website, increase our social presence and more. The best benefit is that it makes your content more accessible. Some people prefer watching to reading and vice versa. This option ensures that every visitor can enjoy your content the way they want. – Chris Christopher, Monster Insights

5. Show how your product solves targeted problems

Businesses can take advantage of video sharing platforms such as YouTube to showcase how their respective products or services are the best solutions for different use cases. In-depth market research in combination with creative storytelling is sufficient. So you need to identify your customer’s concerns and create interactive videos on how your products or services help solve the targeted problems. This is something that most companies don’t do or don’t do well. So it’s best to research your target audience’s preferences and create video content tailored to their preferences. – Stephanie Wells, Formidable shapes

6. Create quick ‘Shorts’ to reach a wider audience

One way businesses can leverage video sharing platforms like YouTube is by creating “Shorts.” These are short 15 second videos that are easy and quick to consume. They are perfect for social media platforms such as Instagram and Facebook, as well as YouTube, where users usually quickly scroll through their feeds. By creating Shorts, companies can reach a wider audience and potential customers who otherwise would not have seen their product or service. – Syed Balky, WPB Beginner

7. Host interactive live streams

Live streaming is the best way for businesses to make better use of video sharing platforms like YouTube. This is because live events around themes such as product launches, giveaways, contests, and social advocacy events are highly attractive to viewers. You don’t even need to invest in expensive equipment or production costs to ensure your videos are in top condition. On the contrary, raw, unedited videos are more popular with viewers because they are more natural and allow users to actively interact with the event or host. This gives businesses a huge advantage, as users find interactive sessions more authentic when interacting with a brand or company. It can increase audience reach in no time. All you need is a phone, laptop or desktop. – Brian David Crane, Spread great ideas

8. Produce ‘How-To’ videos

Most companies are not taking full advantage of video sharing platforms like YouTube. One way to take advantage of these platforms is to create how-to videos. How-to videos can be a great way to attract potential customers and promote your product or service. By providing useful and informative content, you can build trust with your audience and establish yourself as an expert in your field. Plus, how-to videos are easy to share and can help you reach a wider audience. You can also create a video explaining the benefits of your product or service. Whatever topic you choose, make sure your video is clear, concise, and easy to follow. – Pratik Chaskar, spectra

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